We’ve all read that the “media landscape is ever-evolving.” We know that adaptability and innovation are essential for the video industry. How do you navigate change in positioning, changes in adtech, and change in sales leadership in the midst of it all? Very well, when it’s REELZ, with the combination of strong legacy leadership from CEO Stan E. Hubbard and fresh sales leadership with the addition of Scott Kohn as EVP and Head of Advertising Sales.

The two recently explained how REELZ is both staying the course on a popular content franchise while successfully rolling ahead with new opportunities including both streaming and DDL (data-driven linear) platforms – REELZ+ and REELZ EDGE.

A History of Heroes and Eyes on the Future

Kohn, who spent over 25 years at the Warner Bros. Discovery brands, is clearly enthusiastic about his new role: “My career has always been about being a good listener. What do clients want or need? Yes, it’s content. Yes, it’s great environment. So, on Day One at REELZ I was on a listening tour, identifying what’s most important to them, then determining where our growth opportunities are. We have a clear path to expand our ad sales business through linear, and also now through REELZ+. With that, and helping to stand up REELZ EDGE – our DDL platform – it’s a really exciting opportunity to help shape a network’s future.”

He gets a hearty endorsement from Hubbard, who acknowledges that moving to “the cutting edge can be complicated. But that’s where we are in 2025 – and having a guy like Scott with his background, experience, relationships, and a proven track record, here to make sense of it all, for our advertising partners is really critical. And, obviously, that’s how you pay the bills around here, and how you build the business.”

So how will Kohn make dollars and sense of it? First, his aim is to go from good to great as a client partner, along with driving home the celebration of “everyday heroes and first responders.” That’s the new positioning of the network which helps counter any brand concerns about controversial content. In an era of suitability scrutiny, titles like “Cops,” “Jail,” and even “Untold Stories of the ER,” might belie the TV14 level max of all REELZ programming. But underscoring the hero side lets ad sales swoop in with a win.

On Patrol Lives On

After all, the network is already winning the ratings war on Friday and Saturday nights (A25-54) with their renowned “On Patrol: Live” franchise.

It’s not often a single documentary style show spawns both ratings records and spin offs, let alone spurring new viewing options. But “On Patrol: Live” – and sister content, “On Patrol: First Shift” – have been such audience pleasers its dedicated fanbase dubbed itself the “OPNation.”

The evidence of the passion of that community was made clear in a recent article in People Magazine which described how three missing children featured in two different episodes were reunited within days of each airing, thanks in part to dogged social media followers and the network’s cause alignment with the National Center for Missing and Exploited Children (NCMEC).

As such, this binge-worthy live action franchise, hosted by newsman Dan Abrams, will be a foundation of the recently launched streaming app REELZ+. Getting OPL “on demand” will feed the hunger of existing fans and grow new ones. Both Hubbard and Kohn recognize the power of that programming and are eager to offer ways to provide deeper sponsor engagement with custom content and more, but both are also keen on communicating that REELZ is more than OPL.

REELZ+ helps the brand cater to a new generation of cord-cutters and digital-first consumers, providing an expansive slate of content that aligns with the modern viewing experience. This digital expansion comes at a critical time for the network. Hubbard acknowledged the shrinking cable and satellite market, but highlighted REELZ’s longtime presence as one of only two non-NBC networks on the Peacock service as proof of appeal.

“Now with our own app,” Hubbard said, “which carries the REELZ network live, including ‘On Patrol: Live,’ and all of our programming available on a video on demand basis, it can sit in the same menu as the big brands, because independent REELZ will sit in the same Roku, Firestick and Apple TV menus as the major networks.”

He emphasized the democratizing nature of streaming platforms for independent networks like REELZ: “You get to choose your apps and arrange them on your homepage however you want. So we’re on equal footing and if the consumer likes what we’re doing, they’ll move us to a more prominent place on their page and use us more often. That’s really important to us as an independent.”

That sits well with Kohn’s goal to equalize their ad sales footing by driving data-driven solutions. As he plainly put it, “We want a shot with the big guys and we’re ready to deliver.”

To get that “shot with the big guys,” REELZ is stepping up its advertising capabilities with REELZ EDGE, their data-driven linear platform. This new initiative represents a significant evolution in how the network approaches audience targeting.

“REELZ EDGE will give us the ability to transact on advanced audiences or audiences above and beyond Nielsen age and gender,” Kohn explains. “When you take a deep dive into our audience, they have a lot of characteristics that are very good for brands.”

The platform is designed to meet advertisers where they are in 2025, moving beyond traditional demographics to more precise targeting opportunities. “Really it’s up to the brand who that demo is that they’re looking for: something as easy as they go to quick service restaurants, or they’re in the market for a car.” Through strategic partnerships with companies like datafuelX, OpenAP, and VideoAmp, REELZ can now offer the same sophisticated transaction capabilities as larger networks.

“The marketplace is demanding it; it’s almost table stakes now,” Kohn emphasizes. “We needed to be there. And now we are.”

Creating a Positive Environment for Brands

The network’s repositioning around “everyday heroes” serves as both a content strategy and a deliberate effort to create a more attractive environment for advertisers.

“When you watch the show, you’ll see the celebration of everyday heroes – real people who are helping their communities. I think that’s what advertisers are looking for,” Kohn notes.
This approach pays off in engagement metrics that matter to advertisers. “Our average length of view is over two hours every weekend, which is huge,” Kohn points out. “Why is that important? Because they’re actually watching your commercials.”

The strategic repositioning addresses potential brand safety concerns head-on. “To change the narrative takes down a barrier of entry,” Kohn says. “I want it to be something that brands want to associate themselves with rather than being concerned about associating themselves with.”

Kohn’s extensive industry experience includes several direct-to-consumer launches, which gives him a clear vision for REELZ’s expansion. The success of “On Patrol: Live” provides a foundation to build upon. “What I’ve found is when you have a hit show—and this is not even a hit, this is a hit franchise with 360 hours a year – it gives our programming department an opportunity to build off it and can help influence new content creation and acquisition.”

The franchise’s success creates sales opportunities that extend beyond weekend programming. “From an advertiser perspective, it’s creating this environment that’s going to bleed out of Friday and Saturday nights to throughout the week,” Kohn says. Through the marketing and creative teams, REELZ can develop partnerships centered on heroes and first responders beyond just “On Patrol: Live.”

This approach aligns perfectly with Kohn’s broader vision for the network’s advertising strategy: “My ultimate goal is to create a holistic, cross-platform advertising opportunity for our clients and make it easy to transact with us.”

Bucking Industry Trends Through Innovation

Despite the challenging media landscape, REELZ stands out for its ability to grow against prevailing trends. “In this fragmented world of media where all you keep hearing about is declines, how do we buck that trend and grow?” Kohn asks. The numbers tell a compelling story. “If you look at the average cable network, they’re down 40 to 50% over the past three years. But we’re up over 130% in ratings on most key demos. We buck the trend there. Now it’s my job to help my team monetize that for our company to sustain growth.”

Coming into an organization with an already positive culture, Kohn sees his role as one of evolution rather than revolution. “I was very lucky that I’m coming into an organization that already had a very positive culture, but everything can always be evolved. How can we be even more innovative?”

While acknowledging the importance of their flagship franchise, Kohn is determined to showcase the full breadth of what REELZ offers to advertisers. “‘On Patrol: Live’ is our franchise, it’s what’s put us on the map,” he notes. “Our goal in sales is to show we’re more than that and have more to sell than just that.”

The REELZ+ app plays a critical role in this expanded vision, offering both viewers and advertisers more flexibility. “By developing the app, which gives people access to all of our content that people loved before, it’s great to be able to provide it where, when, and how they want to watch it,” Kohn says. And that is a value for advertisers who are reaching an “opt-in” audience.

A Partnership Approach to the Marketplace

As REELZ prepares for the Upfronts and broader marketplace conversations, Kohn emphasizes a partnership-focused approach that balances responsiveness with business realities. “I want it to be easy to transact with us,” Kohn says. “That means being responsive, being flexible and being their best partner.”

This straightforward request for consideration encapsulates Kohn’s broader vision: increasing visibility, surprising the marketplace with REELZ’s success story, and ensuring everyone knows what the network now represents. With their impressive ratings growth, expanded distribution options, and enhanced advertising capabilities, REELZ is positioned to make a compelling case during Upfront season and beyond.